JT_A4_PainterChannel Islands telecommunications provider JT has hired Manchester’s CBJWT to help launch a new pay monthly offering.

The monthly plan separates the airtime plan from the handset, something that’s a first in the Channel Islands, and means JT customers pay a monthly price for their voice, text and data package, along with a separate monthly price for their handset.

To reinforce this flexibility, CBJWT developed a pan-island campaign titled Don’t be Tied, a concept that shows customers being physically tied to their mobile, and so being unable to enjoy everyday activities such as walking the dog.

Head of account management at the Quay Street based CBJWT, Leighton Horsley, said: “The campaign is already a huge success; in fact, major telecoms competitors have already launched copycat pay monthly models.”

The Don’t be Tied campaign runs until June, with creative refreshes as the campaign evolves over the upcoming months across TV, radio, press, in-store branding, POS, outdoor media and social media including a JT ‘Don’t be Tied’ game – for the chance to win an iPhone 5c.